The article is devoted to the study of the practice of using brand journalism as one of the main methods of promoting a higher educational institution in the market of educational services. An extensive theoretical base is presented, justifying the adequacy of the use of brand journalism in order to present the educational capabilities of the university.The article de nes brand journalism, shows its features, using the example of regular practice of the Ural Federal University, the features and advantages of promoting the university brand and educational services on social networks are considered. The main strategies for using the capabilities of brand journalism for the presentation of educational services of the university to the general Russian and foreign public are analyzed. Based on the analysis, the reasons why the university actively and fruitfully uses brand journalism in its daily activities to promote educational services are highlighted and substantiated.